Case Study Overview
From $250 to $21 Per Lead: Improving Morse Manufacturing's Google Ads ROI
With a rich history spanning over a century, Morse Manufacturing is a distinguished leader in the drum-handling equipment sector. Proudly manufacturing all their products in the United States, they serve a global market through an extensive dealer network, signifying a well-established presence and a need for effective digital outreach to support their sales channels.
- Manufacturing, Material Handling
- Data & Analytics/Reporting, Digital Advertising, SEO/Site Optimization
The Challenge
Unsustainable Lead Costs Hinder Growth
Morse Manufacturing’s Google Ads program was facing a critical efficiency problem. The cost to acquire a genuine business lead (a “hard conversion” like a form fill, email, or phone call) was alarmingly high, averaging over $150 and sometimes spiking to an unsustainable $250 per conversion. This inflated cost per lead severely restricted the number of actual sales opportunities they could generate within their existing budget, hindering their growth potential through this vital digital channel.
The Big Idea
Optimizing for True Business Value, Not Vanity Metrics
Site-Seeker recognized that the core issue wasn’t just about tweaking bids or keywords but fundamentally redirecting Google’s powerful optimization engine. The “Big Idea” was to shift the campaign’s focus from misleading engagement signals (“smart goals”) to the high-value actions that truly mattered to Morse’s bottom line: tangible inquiries from potential buyers. By ensuring the AI was optimizing for real leads, we could dramatically improve both conversion volume and cost-efficiency.
The Results
Dramatic Cost Reduction and Explosive Lead Growth (Within Budget)
The strategic adjustments implemented by Site-Seeker yielded extraordinary results for Morse Manufacturing, all achieved within their original budget parameters:
Drastic Reduction in Cost Per Lead
The cost per hard conversion plummeted from a high of $250 to an incredible $21. This represents a 91.6% decrease, making each lead significantly more affordable and the overall program more efficient.
Exponential Increase in Lead Volume
With the campaigns now optimizing for genuine leads, the number of hard conversions increased by an astounding 1,200% within one year.
Maximized Budget Value
By achieving such a dramatic increase in conversions at a fraction of the previous cost, the value derived from Morse Manufacturing’s Google Ads budget was exponentially amplified, providing a far greater return on their investment.
91.6% Decrease in Cost Per Lead
This was just one example of how Site-Seeker helps clients meet (and exceed) their business goals. Through a thoughtful mix of strategy, creativity, and data-driven decisions, we deliver results that make an impact. Let’s explore how we can help move your marketing forward.
Our Insights & Strategy
Uncovering the Conversion Conundrum
Our initial deep dive into Morse Manufacturing’s Google Ads account revealed two critical areas demanding attention:
Insight 1 - Foundational Gaps
While the account was active, a thorough top-to-bottom review indicated that foundational elements like keyword relevance, ad structure, and ad group-to-campaign alignment needed refinement to ensure a solid base for performance.
Insight 2 - The Misguided Metric
The most significant discovery was that the campaigns were set to “maximize conversions” using “smart goals.” These goals, often based on general engagement metrics like time on page, are not direct indicators of lead generation. The system was therefore diligently optimizing for website engagement, not for the quote requests and direct contacts that Morse Manufacturing actually needed.
Based on these insights, Site-Seeker formulated a two-pronged strategy:
- Strengthen the Foundation: Conduct a comprehensive audit and tune-up of the Google Ads program, ensuring all structural components were sound and best practices were implemented.
- Redirect Optimization to Hard Conversions: Critically, reconfigure conversion tracking to prioritize and optimize for “hard conversions” – direct leads like form submissions, phone calls, and emails – thereby aligning Google’s algorithm with Morse’s business objectives.
Execution
A Two-Phase Overhaul for Peak Performance
Site-Seeker implemented a methodical approach to transform Morse’s Google Ads performance:
Phase 1: Foundational Restructuring & Optimization
We began by meticulously examining the entire Google Ads program. This involved ensuring:
- Keywords were appropriate: Targeting terms directly related to Morse's products and customer intent.
- Ads were built thoroughly and correctly: Ad copy was compelling, and all components were utilized effectively.
- Ad groups and ads were relevant: Ensuring tight thematic relevance within their respective campaigns for better Quality Scores and user experience.
Phase 2: Correcting Conversion Tracking & Optimization Focus
- Once the foundational elements were updated, the focus shifted to the conversion tracking mechanism.
- We identified that "smart goals" were active and, crucially, were the primary signals guiding the "maximizing conversions" bid strategy.
- The Corrective Action: We strategically transitioned the "smart goals" into "observation mode." This allowed us to still gather the engagement data they provided, but, critically, removed them from influencing the campaign optimization.
- This pivotal change directed Google's algorithm to optimize campaigns based on the "hard conversions" that truly signified a potential customer: form submissions, direct phone calls, and email inquiries.
By identifying and rectifying a critical flaw in how conversions were defined and tracked, Site-Seeker enabled Morse Manufacturing to unlock the true potential of their Google Ads program, turning it into a highly efficient and scalable source of valuable B2B leads.
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